Advertisements are often described as frustrating, offensive, or intrusive, but rarely useful. A new campaign for IBM's Smarter Cities initiative seeks to change that by turning billboards into ramps, benches, and shelters from the rain.
The ads were developed in partnership with advertising firm Ogilvy and transform spaces that might otherwise be promoting new cell phones or theatrical premieres into interactive, and very useful, pieces of impromptu infrastructure. "We were looking for an idea that reached regular citizens as well as city leaders," says Susan Westre, the Executive Creative Director at IBM. "That’s how outdoor became the medium. IBM is a strong believer in providing 'utility' in its communications – from offering useful information and facts to educational experiences." Reaching jaded city dwellers and distracted politicians isn't an easy task, but saving them from a sudden summer thunderstorm is a great way to start.
In addition to being useful tools in the present, the clever designs also reference the company's rich design past which was shaped by graphic design legend Paul Rand in the 1960s and 70s. The flat, limited color palette would be right at home in his pre-Photoshop era; the alternating stripes on the billboards reflect the iconic logo he crafted; and the concept embodies his famous quote, "Design is the method of putting form and content together."
Despite high levels of enthusiasm at IBM and Ogilvy, the billboards faced a nearly fatal challenge in the form of grumpy bureaucrats who are responsible for approving ads displayed in public spaces like subway stations. "If it is a location owned by the city, then you have to comply with all of the city regulations, which vary from place to place," says Westre. "City government approval processes can take a very, very long time. It would easily be a six to eight month process to work that out." In order to kick the project off as quickly as possible, the media team looked for privately owned spaces with forward-thinking owners who would be more flexible about experimenting with this new form of advertising. "By just getting this idea out there to the world, I think it will inspire others to think about how they can innovate, make, or do something that makes life a bit better in cities." says Westre.
Photos Courtesy: IBM